How To Craft An Impactful Editorial Calendar, Aliza Sherman, TBJApodcast 187
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Learn how to create an impactful editorial calendar. Aliza Sherman shares how to use an editorial calendar to craft content marketing pieces that connect with your audience.

Aliza Sherman is a professional speaker, published author and web pioneer who first went online in 1987. In 1995, she started the first woman-owned Internet company, Cybergrrl, Inc., and the first global Internet networking organization for women, Webgrrls International.

Newsweek named her one of the “Top People Who Matter Most on the Internet” that same year. In 2009, Fast Company called her one of the “Most Powerful Women in Technology.”

She is the author of 10 books including The Everything Blogging Book, The Complete Idiot’s Guide to Crowdsourcing and Social Media Engagement for Dummies. Her 11th book – The Happy, Healthy Nonprofit – will be out in 2016.

Think Like A Journalist Quote

We are all now connected by the Internet, like neurons in a giant brain. –Stephen Hawking

Success Quote
Be kind whenever possible; it is always possible. –Dalai Lama

Career Highlight

Hear how Aliza’s love for science fiction lead her to starting the first woman-owned Internet company decades ago.

When It Didn’t Work

Aliza mixed business and pleasure and soon found that what makes a good personal relationship doesn’t necessarily make a good business relationship. Find out what happened and what she learned.

How To Craft An Impactful Editorial Calendar

Planning is essential. Having an editorial calendar written down is key.

Start with excel spreadsheet…content grid…calendar and buckets of content

assign theme: follow friday…motivation monday, tech tuesday, wellness wednesday

  1. Articulate your goals and audience(s). Use them as your content guideposts as you build your “content grid” and identify the social networks where you can reach them.
  2. Pick your “Anchors.” Select content themes that anchors your brand, conveys your core messages. These help you channel your content creation.
  3. Identify Key Events. Use time-sensitive happenings that require Messaging Swells as secondary content anchors. These help fill your content grid and build momentum before events and keep it going after.
  4. Pre-Craft “Repeatables.” Save time and reduce stress with completely formed Posts and corresponding Tweets and multimedia content (video, animation, illustration) to publish throughout your week.
  5. Leverage Tech. Adopt software like Buffer, Hootsuite and CoSchedule to schedule messaging in between the times you’re live posting to your social networks.

Aliza uses an Excel spreadsheet as an example of one way to organize and manage content because so many people understand Excel and aren’t intimidated by it, but tools like CoSchedule can automate this process.

Multimedia Resource



Managing The Gray


Aliza Sherman Website

Twitter @AlizaSherman

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Phoebe Chongchua
Phoebe Chongchua

Phoebe Chongchua is a multimedia Brand Journalist, Brand Consultant & Marketing Strategist who is revolutionizing brand communication with consumers. She makes companies remarkable using brand journalism storytelling to grow their online presence, build a community, and gain greater market share. Phoebe is a former TV News journalist who helps brands gain a competitive advantage by learning to "Be the Media". Phoebe is the host of "The Brand Journalism Advantage" podcast and a "Top 50 Podcaster To Follow". Listen in iTunes or at

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